The article discusses vividness as one of the devices among discourse strategies of popularization. The paper outlines functions and varieties of vividness in scientific discourse and gives a description of inner and outer devices of vividness. It explores characteristics of vividness devices in various types of science-related texts: scientific proper, scientific-cognitive texts and science teaching materials, in accordance with the type of an addressee – a particular target reader. The author explains the role of vividness devices in the processes of equalling the cognitive levels of communication participants and reducing the semantic gaps in the text.

vividness, popularization, scientific-cognitive text, exactness, semantic gap

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